Fast Fashion, Sustainability, and Nudge Theory: Examining the Effects of Choice Architecture on Consumption of Sustainable Fashion over Fast Fashion

This study considers ways to increase the consumption of sustainable fashion given the significant environmental and social damages associated with the industry. A series of experiments were conducted examining the impacts of choice architecture (nudges) under field conditions in collaboration with one of Israel’s largest shopping centers. This study sought to identify which interventions at the retail level successfully motivate sustainable fashion behavioral change regarding purchases and willingness to pay more, along with agreement with several statements regarding the climate crisis and sustainable fashion. Among the types of nudges examined in this field study were providing information, increasing accessibility to sustainable alternatives and appealing to social identity in relation to demographics and green self-image. This study found that offering alternatives to consumers constituted the most effective way to “nudge” consumers toward more sustainable purchasing behavior. Nonetheless, this does not negate the contribution of providing information and strengthening social norms regarding sustainable fashion. Additionally, in all groups, most participants reported that they did not know how to distinguish between sustainable and non-sustainable fashion, nor did they believe that the clothes they purchased were actually sustainable. The findings emphasize the need for policies that will increase the accessibility of sustainable fashion.